ANA Confessions: Who’s to Blame for Transparency Problems? | Digiday

October 24, 2016

Addressing a room of 2,700 attendees at ANA Masters of Marketing in Orlando on Thursday, Bob Liodice, president and CEO for the Association of National Advertising, urged marketers, especially CMOs, to “take back the industry” that lacks transparency and viewability.

“The current state is unproductive, unsustainable, and undesirable,” said Liodice in his opening remarks. “CMOs can no longer let others do the heavy lifting for the industry.”

So who is to blame for the lack of transparency? The marketer? The agency? Or the vendor? We asked five ANA Masters of Marketing attendees to hear their takes, granting them anonymity in exchange for candor.